The NOI Playbook Webinar Recap: Practical Strategies to Strengthen NOI While Protecting Resident Experience

Onboard recently hosted "The NOI Playbook" webinar, moderated by Tiffany Timmermann, VP of Customer Success at Onboard. The webinar featured industry leaders Michelle Murphy, Director of Asset Management, and Ariel Hanson, Director of Operations, both from GoldOller Real Estate Investments.

In today’s multifamily environment, slowing rent growth, rising expenses, tighter capital, and fierce competition put pressure on NOI. This webinar explored practical strategies that balance cost control, technology adoption, and resident-first practices owners and operators can apply immediately.

Cost Control and Operational Efficiency

The conversation began with the fundamentals of cost control and efficiency as Michelle highlighted the importance of preventative maintenance, describing it as one of the most powerful yet underutilized strategies. Services such as trash, landscaping, and security are often renewed year after year without negotiation, which means significant dollars can be left on the table.

Ariel emphasized the need to prioritize initiatives that save money without sacrificing the resident experience. She explained that if residents can feel the effects of a cut, it should only be implemented if it clearly adds value. As she put it, “Cost cuts should be invisible to the resident-utility automation, bulk purchasing, centralized services. If it’s visible, like cutting amenities, it usually backfires with renewals”. 

Both panelists stressed the importance of measuring ROI holistically. Hard savings include reduced expenses per unit and fewer vendor invoices, while soft savings come in the form of time back to site teams. Those reclaimed hours often translate to faster leasing responses, stronger renewal rates, and better online reviews. As Michelle noted, both types of savings ultimately drive NOI, just in different ways.

Leveraging Technology to Boost NOI

Michelle highlighted bulk internet as one of the biggest wins for GoldOller’s portfolio.

“Bulk internet is hands-down the biggest win. Residents love it, plus it stabilizes revenue from an owner perspective.” - Michelle Murphy

Residents see it as a valuable amenity, while operators benefit from stable revenue and a clear impact on NOI. Michelle also emphasized that success depends on standardization across properties.

The conversation also touched on other impactful technologies, including utility automation and AI-driven tools. By centralizing paperwork and streamlining invoicing, these solutions free up staff time that can be redirected to higher-value priorities such as leasing and resident retention. Ariel added that technology should never be viewed as an either-or decision. Resident-facing tools enhance satisfaction and renewals, while back-office systems drive efficiency, moving operations forward.

Resident Experience and Retention

The conversation shifted to the resident experience and its direct connection to financial performance. Ariel shared that GoldOller conducts mid-lease check-ins with residents, describing them as “preventative maintenance for relationships.” By addressing concerns before renewal season, the team increases the likelihood of retaining leases.

Michelle added that while amenities such as pools and gyms are appealing, the true differentiator is the speed of service. A lingering maintenance issue, like a broken AC, can overshadow every other amenity and ultimately drive residents to leave.

Both panelists stressed that cost-saving initiatives must always be evaluated through the lens of the resident. Ariel called this the “sniff test.” If residents will notice a change in a negative way, the initiative should be reconsidered: “Every time we roll out a cost-saving initiative, I ask: will the resident notice this? If the answer is yes, we pivot. Residents don’t care if you save on insurance premiums, but they care if you cut concierge hours.” 

The Path Forward

The session made one thing clear: maintaining NOI in today’s multifamily market requires a careful balance of cost control, technology adoption, and a resident-first mindset.

As Tiffany Timmermann summarized, the path forward is about balance. Operators must uncover efficiencies, leverage technology, and elevate the resident experience while keeping NOI at the center of decision-making. 👉 Want to learn more about how Onboard and Conservice’s centralized partnership can support your portfolio? Contact us today!